“Your brand exists in the hearts and minds of your customers , your brand is not necessarily something you create in a vacuum and put out to the world to let them accept, you actually have to include your customer in the creation of the brand because if you don’t involve them in the process, your brand is going to take on a life of its own.”

“Everyone who buys your brand has a story that they are trying to create for their lives, and if they are successful in achieving the goals that are part of that personal story, they feel confident, they feel elevated…they feel sexy!”

“It’s not enough to be different just to be different. You have to be different in a way that makes a difference in someone’s life…you have to do something that makes them fall in love with you, and makes them feel like they are irrationally loyal to your brand.”

“A lot of people start businesses and take the idea ‘if you build it they will come’, but it’s been said, hope is not a strategy. You actually need to understand who your customers are, what is the problem you solve for them, and give them a vision for what the world looks like when that problem is solved.”

“I just love everything about branding—it is my life, it is my work, it is my personal life—it sort of permeates everything that I do. Being born to brand is sort of like being the John Wooden of branding.”